Great Ways To Use Brand Storytelling To Connect With Your Customers

Every kind of marketing is a storytelling at its core. The point is to make your customers want to become the characters in your story and experience the ‛adventures’ your story has to offer.  Of course, the only way they’ll be able to obtain this experience is to buy your products or services. But maybe you think that the high quality of your products or services will take care of that and that you don’t need a story behind your brand? If this is the case, you need to be aware that the market has become so wast that’s almost impossible to stand out based only on quality.

The competition has never been bigger and human attention span has never been shorter. To capture someone’s attention is difficult enough and to make someone spend more time focusing on your business and brand is almost impossible. This kind of long-lasting connection with your customers must be based on emotions which can be developed through storytelling. Here are some ways to create engaging brand stories that will make sure your customers will always come back to your business as the first choice for all their needs.

Structure your world

We’ve already mentioned the devastatingly short attention span of average human being, so the hardest thing is to make them stay in the story after you’ve interested them enough to enter. And entering is pretty simple – all you need to make is a captivating title. But once they’re inside you’ll need to lead them every step of the way. Just think of yourself reading a novel – if there is even one boring page you’ll stop reading it, right? Names of the characters have always had a great psychological impact on readers, so it’s important that your products also have names that are captivating for a wider audience and Name Check can be of a great help. Then there is an ever-present problem of length. Think of the paragraphs as the corridors in the world of your brand. Behind every corner, there is some new (and exciting) information and you need to know how much steps your visitors are willing to make in order to get there. Or, in our case, words. Using Easy Word Count is very simple (as the very name says) and it will help you to find the perfect balance in the length that will be appealing to your every reader.

Then make it alive

And, of course, there is the matter of style that has to be consistent throughout the entire story. There is no person that knows the story better than yourself and the best option would be to write it on your own.  You know if your products or services require sentimental or humorous approach because you’re aware of your target audience. Of course, as a business owner, you have numerous other obligations and you’ll probably have to rely on a content writer. Just make sure you choose a professional one who will understand your brand and your target audience – he will be the one who will create your brand persona. No matter if you choose to do it yourself or to hire a content writer, you should also consider having an editor that will make sure the tone is right in the end.


The customers have to be main characters in the story

Where most people make a mistake in their marketing campaign is the decision to put their product or service in the center of attention. Although this seems completely logical (that’s what we’re trying to sell, right?) it is completely wrong.  Of course, if people want a specialised storage solution, they’ll want to know what’s so special about it. But they don’t want to hear about your company, unit sizes, compatibility, etc. They want to hear what made your customers feel special. So you need to turn the customers into main characters and make the story convincing – keep in mind that people seek storage in a transitional moment of their lives: combining or dividing households, downsizing or growing a business, military deployment, etc. People in these moments where they really need storage become your characters, so other potential customers can develop an emotional connection if they share similar situations. This way they will be persuaded that you’ll take care of their prized possessions more than by any quality statistics. In other words, the point of every brand story is to show how has that brand affected the lives of the customers and what difference has it made. Just keep in mind that your main characters need to represent your target audience.

Keep the story alive – the conclusion

After you’ve created your brand persona that’s appealing to your audience you can expand it in various ways. The structure of your brand’s world can be expanded by building additional corridors and paths in form of additional information. If this proves difficult in terms of maintaining a unique style you can turn to Academized app that will take care of this consistency. The story can also be kept alive by the expansion that doesn’t require any additional writing – just share it on social networks or through an email campaign. And, in the end, if done correctly the story can keep itself alive. Every satisfied customer becomes an additional character, enriching the world of your brand and attracting others.


Leila Dorari

Leila Dorari is a marketing consultant and a freelance writer from Sydney. She has been working with different companies for 5 years now. When taking a break from making new marketing slogans, she is either window shopping or exploring new ways to make her life more meaningful.